Competitive Edge - Sports & Entertainment Marketing News

World Surfing League promotes finals with Candy Crush tournament


Popular match-three mobile game Candy Crush Soda Saga has teamed with the World Surf League (WSL) for a limited-time in-game tournament, the “Soda Surf Cup,” per a press release. The effort is timed around the Rip Curl WSL Finals competitive surfing event.

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Discussion Questions:

  1. What is a brand collaboration?
  2. Do you think this represents an example of brand collaboration?
  3. Who is the WSL?
  4. Why would WSL partner with Candy Crush?
  5. Based on what you learned by reading this news story, describe the WSL/Candy Crush collaboration.
  6. How might Candy Crush benefit from this collaboration?
  7. What is gamification?
  8. What is consumer engagement?
  9. How might gamification impact levels of engagement?
  10. Why is that important to a sports or entertainment brand?
  11. Do you think this story illustrates an example of engagement? Why or why not?
  12. What is digital marketing?
  13. Why is an effective digital marketing strategy important to WSL?
  14. What is a press release?
  15. This story cites information from a press release. Why would King, makers of the Candy Crush game, issue a press release about this collaboration?
  16. What is promotion?
  17. Why is the “Soda Surf Cup” only going to be available for a limited time?
  18. How might that represent an example of promotion?
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.


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